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5B. ADVERTISING AND MARKETING

How to interpret the catalog entries:
  • How old is my paper? The closer a paper is to the top of a page, the more recently it was written.
  • Book reviews Underlined titles indicate that the paper is a review/summary of a book.
  • Page lengths, footnotes and bibliographic references: The title of the paper, usually typed in capital letters, is followed by a brief description of the paper and a specification of text page length (NOT including the bibliography or endnote pages), number of footnotes or citations, and number of bibliographic references.
 
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10682. A Comparison of Two Marketing Strategies in the u.s. Auto Industry: Gm's Buick and Honda's Acura. Using the four-steps of the marketing management process as a guideline, analyzes and compares the marketing strategy used by General Motor's Buick division and by Honda Motor's (North American) Acura division. 13 pages, 40 footnotes, 51 bibliographic sources.   $91
 
10677. The Marketing Management Process. Presents a comprehensive description of the marketing management process and its four steps of analyzing market opportunities, selecting target markets, developing the marketing mix, and managing the marketing effort. Gives examples of its relevance drawn from Hartley's Marketing Mistakes. 5 pages, 3 footnotes, 1 bibliographic source.   $35
 
10649. Colgate: Soap Marketing in Kenya. A well-researched analysis which begins with a company profile, its past marketing history, and a background report on Kenya. The appeal and potential demand for the product is then discussed, as is possible foreign competition. 11 pages, 38 footnotes, 22 bibliographic sources.   $77
 
10604. Marketing Study: The Honda Accord. A marketing case study of its rise to become the nation's top-selling car, and subsequent loss of this position to the Ford Taurus. 12 pages, 43 footnotes, 33 bibliographic sources.   $84
 
10588. Marketing a New Birth Control Method: Norplant. This paper investigates issues and opportunities in marketing the birth control method Norplant in the United States. Taking the perspective of the pharmaceutical company licensed to market and distribute the product, the analysis predicts Norplant's market potential and makes recommendations for a successful marketing program. 14 pages, 47 footnotes, 17 bibliographic sources.   $98
 
10551. Subliminal Advertising. This analysis examines subliminal advertising's history, prevalence, effectiveness, and the way certain marketers have profited from the public's belief in its effectiveness. Concludes that subliminal advertising messages in broadcast mediums are ineffective. 10 pages, 19 footnotes, 17 bibliographic sources.   $70
 
10543. Marketing Strategy for Protex in Kenya. Discusses target market, differential advantage, product, distribution, promotion, and pricing for this Colgate medicated soap. 10 pages, 26 footnotes, 15 bibliographic sources.   $70
 
10507. New Organizational Forms and Administrative Tools for Today's Selling Force. Critical review and analysis of two articles from the Harvard Business Review which describe a form of sales organization (team selling) and tool for sales administration (automated systems) which the authors contend will boost overall sales productivity and efficiency. 7., 10f., 2b.   $49
 
10449. The Coca-Cola Company: Selling to the World. This paper profiles the Coca-Cola Company in terms of its business characteristics and strategies at both home and abroad. Particular attention is devoted to threats of market saturation and changing consumer tastes in the domestic industry and opportunities for massive market expansion in the international arena. 16 pages, 41 footnotes, 32 bibliographic sources.   $112
 
10424. The World's Largest Mall: The Mall of America. The paper begins with an introduction and description of the Mall of America project, then discusses its owners/developers, demographic targets, and its possibility of success. A discussion of how a similar mall might succeed in the Washington D.C. area concludes the paper. 6 pages, 30 footnotes, 12 bibliographic sources.   $42
 
10420. Marketing Primary Education at the Primary and Secondary School Levels. Following an overview of the history of marketing private schools, the analysis turns to an assessment of recent trends and current tactics in marketing private schools in the United States and the United Kingdom. The latter half of the paper takes a prescriptive approach to private school marketing, outlining a comprehensive approach culled from educational marketing theory and the best examples of current private marketing practice. 25 pages, 61 footnotes, 35 bibliographic sources.   $133
 
10389. Sexism in Advertising. Following a brief definition of what constitutes sexism in advertising, evidence of its prevalence and concentration within certain product categories is disucsssed. The rationale for using sexist appeals and the evidence of its effectiveness are examined. The concluding analysis considers the recent movement to reduce sexism in advertising. 12 pages, 42 footnotes, 35 bibliographic sources.   $84
 
10385. The Soft Drink Wars in the Global Marketplace: Pepsi Takes on Coke. Current marketing status and strategy of PepsiCo's beverage business segment are considered in light of declining growth in the U.S. market and the move by Coca-Cola into the international beverage market. Pepsi' product line (including new offerings), target market, distribution network, advertising/promotion strategy and corporate strategy in the domestic market are compared and contrasted with its main competitor, Coca-Cola. Pepsi's readiness to move into the all-important international market is considered and discussed. 15 pages, 46 footnotes, 43 bibliographic sources.   $105
 
10332. Harley Davidson. Discusses the firm's target market, product strategy, price, place, promotional activities. Influence of Japanese exports and how HD had to request tariff protection; HD's near-demise and subsequent recovery. 8 pages, 34 footnotes, 13 bibliographic sources.   $56
 
10329. Sports Franchise Marketing. A critical study of the modern expansion of sports franchise marketing through the media, novelty sales, and product endorsements. Differences between various sports in marketing methods are pointed out. 10 pages, 17 footnotes, 9 bibliographic sources.   $70
 
10245. American Airlines -- Global Marketing. A marketing program for American Airlines growing international operations. Includes a comprehensive industry and market analysis, including a step-by-step investigation of American's current competitive position vis-a-vis both domestic (Delta and United) and foreign (British Airways, SAS, Lufthansa, etc.) competitors. Includes a proposal for an advertising program with a one-year $40 million budget designed to position American Airlines as the premier U.S. flag carrier among business fliers. 28 pages, 69 footnotes, 43 bibliographic sources.   $133
 
10243. The Gap, Inc.: Marketing Profile. This paper provides a marketing profile of The Gap, Inc. Following an overview of the company and its marketing environment, the analysis considers The Gap's segment strategy, profiles its product line, outlines its system of distribution, and discusses its pricing and promotion policies. The analysis concludes with an evaluation of The Gap's current position and makes recommendations for future developments. 11 pages, 40 footnotes, 27 bibliographic sources.   $77
 
10230. The Big Store's Big Trouble: Marketing at Sears. Marketing profile of Sears, Roebuck and an analysis of the critical marketing factors in the company's external and internal environments. Central problems and major opportunities are assessed. Argues in favor of a comprehensive restructuring of the merchandising group with the elimination of certain product lines and a refocused product differentiation strategy. Recommends a program to improve employee relations. 24 pages, 61 footnotes, 48 bibliographic sources.   $133
 
10221. Focus Group Findings: The Gillette Sensor Razor. Report describes Gillette Sensor Razor and reports findings of a focus group conducted with 15 participants to determine consumer's attitudes towards the product. 8 pages, 6 footnotes, 4 bibliographic sources.   $56
 
10210. Job Profile of a Sales Manager. A summary of a series of job-related questions posed to the sales manager of a car dealership. Considers job requirements, job responsibilities, recruitment and training practices and compensation. 7 pages, 0 footnotes, 0 bibliographic sources.   $49
 
10131. International Market Segmentation, Product Pricing and the Relationship to Economic Indicators and Exchange Rates. Discusses the inabilities of regular economic indicators when dealing in international market segmentation and suggests alternate variables for informing investment. 10 pages, 9 footnotes, 10 bibliographic sources.   $70
 
10113. A Critique of the Marketing Imagination by Theodore Levitt (New York: The Free Press, 1983). Review and critical analysis of this well-known book by a leading marketing theorist. Looks at Levitt's ideas on segmentation and standardization, service, pricing. Criticism of the book's flaws. 10 pages, 35 footnotes, 11 bibliographic sources.   $70
 
10112. Marketing Practices of Bloomingdale's and Nordstrom's. History and growth of these 2 leading department store chains, with some similar material on Neiman-Marcus. Compares and contrasts Bloomingdale's and Nordstrom's with respect to their marketing strategies -- promotions and specials, advertising, customer service, merchandising, store layout, sales manaagement, mail order and catalogs; trends. Nordstrom's legendary customer service and practice of putting salespeople on commission are examined in particular. 22 pages, 106 footnotes, 45 bibliographic sources.   $133
 
10050. Marketing Strategy for a Small Insurance Agency. A case analysis of marketing strategy for a small insurance agency specializing in auto insurance. Considers market segments, competition, government influences and appropriate marketing mix (price, product, distribution). 14 pages, 9 footnotes, 12 bibliographic sources.   $98
 
10043. Marketing General Electric Refrigerators in Hungary. This paper develops a rationale and presents a strategy for marketing General Electric refrigerators in the Hungarian consumer market. Product history, characteristics, traditional marketing channels and suitability for the selected market (Hungary) are detailed. The second section presents a detailing marketing program. Options for market entry are analyzed and a specific mode of entry selected and justified. legal and commercial aspects of entry are explained. Concludes with an outline for long-term marketing strategy. 22 pages, 52 footnotes, 34 bibliographic sources.   $133
 
09926. Consumer Decision-Making in Airline Service Purchases. Marketing segmentation study focusing on the U.S. commercial airline industry (passengers). Develops a consumer decision process model which describes the variables affecting the passenger's selection of a particular airline and compares and contrasts variables in the decision-making process across the two key market segments of business travel and leisure travel. Includes interviews. 22 pages, 47 footnotes in text, 41 bibliographic sources.   $133
 
09925. Infant Car Seats Marketing Program. Presents market overview, rationale and strategy for the marketing of a new infant car seat under the brand name of Care Chair. Details target market, product features, distribution strategy, sales organization, advertising strategy (includes sample ad) and first year financial projections. 16 pages, 18 footnotes, 12 bibliographic sources.   $112
 
09923. Hilton Hotels and Marriott Corp: A Marketing Study of Two Giants in the u.s. Hotel Industry. A comprehensive analysis of the two hoteliers' comparative operations, management and marketing strategies. Following background industry analysis, compares the two firm's financial positions, comparative market shares, and marketing strategies. Concludes that recent events have temporarily brough the two companies into close competition, but long range strategies and corporate culture imperatives will eventually pull them in different directions. 26 pages, 65 footnotes, 34 bibliographic sources.   $133
 
09922. Do Informed Consumers Make Better Decisions? Looks at literature in consumer research to determine how (and if) consumers benefit from product and/or service information. Describes some of the major barriers to consumers' use of information, including consumer motivations, point of reference, availability and quality of information, quantity of information, and consumer information processing limitations. 7 pages, 15 footnotes, 13 bibliographic sources.   $49
 
09921. New Product Introduction Approaches for High-Tech Silicon Valley Firms. Presents an overview and categorization of currently accepted market development approaches across all industries and then discusses how appropriate traditional models are for high-tech computer firms. Analyzes specific, historical approaches to product introduction among these firms and then presents new, alternative approaches. 12 pages, 27 footnotes in text, 35 bibliographic sources.   $84
 
09920. The Cordless Telephone: Market Development. Investigates the market for cordless telephones. Traces the evolution of the product, briefly profiles major competitors, and then focuses on marketing segments and consumer decision process models for the product. 15 pages, 5 footnotes, 7 bibliographic sources.   $105
 
09717. Marketing Profile of a Cable Tv Company (Viacom, Inc.). An analysis of this multiple system operator's competitive strategy. Provides historical and financial background on the company and an overview of its four main business segments. Competitive strategy (competitors, target market, marketing and advertising tactics) within each segment is discussed and analyzed in detail. Concludes with an evaluation of the strategy's effectiveness. 12 pages, 34 footnotes, 26 bibliographic sources.   $84
 
09709. Advertising and Emotions. An analysis which shows three of the major ways in which advertisers use effective appeals to manipulate consumers' emotions: 1) creating positive feelings associated with the brand; 2) using emotions to increase communication impact; and 3) presenting emotions as a benefit of consumption. Background theory on consumer learning and decision-making is provided. 10 pages, 27 footnotes, 21 bibliographic sources.   $70
 
09707. The Influence of the Media. An essay arguing that the mass media has robbed individuals of their ability to make up their own minds on matters as divergent as consumerism and politics. Cites examples in advertising consumer products and in mass media projections of political issues and political candidates. 5 pages, 15 footnotes, 11 bibliographic sources.   $35
 
09704. Importing High Definition Tvs to the u.s. Outlines a tentative plan for importing HDTVs from Japan to the U.S. Analyzes basic requirements for importing manufactured goods to the U.S., the current state of the industry, U.S. market potential, market barriers, problems in standardization, current terms of trade, and potential trade barriers in the industry. 11 pages, 35 footnotes, 28 bibliographic sources.   $77
 
09676. Media Schedule for Promoting a Line of California Varietal Wines. Provides an overview of the industry (market potential, target groups, environmental concerns, typical advertising practices), and presents a detailed plan for scheduling a $500,000 annual budget between five promotional vehicles. 5 pages, 9 footnotes, 13 bibliographic sources.   $35
 
09666. Marketing Medical Equipment to Japan. Presents a plan for marketing and distributing U.S. manufactured medical equipment to Japan. Focus is on high technology and home monitoring equipment. Analyzes social, cultural, economic and political barriers and benefits to the proposal. Includes 14 statistical charts. 40 pages, 66 footnotes, 30 bibliographic sources.   $133
 
09665. Marketing Easylink Electronic Mail. Investigates problems and prospects in marketing Western Union's new electronic mail system, EasyLink. Problems for Western Union and for other competitors in the field are envisioned in terms of ease of use and customer perception of need for the product. 7 pages, 7 footnotes, 7 bibliographic sources.   $49
 
09664. Marketing a New Cosmetic Product. Summarizes the rationale, target markets, product configurations, pricing, distribution and promotional strategy for launching a new product in the cosmetics/toiletries field. The product "Skin Saver" is designed as a combination skin protectant, sunscreen, and anti-aging lotion. 7 pages, 16 footnotes, 19 bibliographic sources.   $56
 
09603. Marketing Sunscreens. A comprehensive analysis of the U.S. sunscreen market. Investigates target groups, distribution methods, product configurations, social and health issues, advertising strategies, major competitors and sets forth a strategy for marketing a new sunscreen product. Includes an appendix listing independent laboratories and major chemical suppliers to the industry. 16 pages, 35 footnotes, 20 bibliographic sources. + Appendix.   $112
 
09562. Browsing as a Purchase Decision Factor in Bookstores. Report on an observational study of subjects (n = 114) browsing/purchasing behavior in a bookstore. Includes brief review of literature, background on bookstores, methodology, results, and discussion. 6 pages, 17 footnotes, 10 bibliographic sources.   $42
 
09561. Marketing Analysis of Tandy Corp. Profile of Tandy's internal and external marketing environment. Includes an analysis of management philosophy, store operations, merchandise mix, research and development, competition, and target markets. Special focus on Tandy's computer products and competition in the personal computer field. 20 pages, 59 footnotes, 30 bibliographic sources.   $133
 
09546. Wyler's Unsweetened Powdered Soft Drink Mix. A marketing analysis of the powdered drink market which considers whether or not Wyler's can successfully enter Kool Aid's market. Considers market potential, market growth and competitive factors. 15 pages, 5 footnotes, 8 bibliographic sources.   $105
 
09541. Marketing an Infant Car Seat. Marketing program for selling an infant carseat. Includes product specifications, distribution system, promotion, advertising and pricing, and financial projections for the first year. 7 pages, 9 footnotes, 5 bibliographic sources.   $49
 
09508. The Ford Probe. Marketing profile of Ford's 1988 new product introduction. Product features, target market group, distribution, pricing, and promotion are analyzed. 5 pages, 11 footnotes, 9 bibliographic sources.   $35
 
09493. Standardizing the International Marketing Program. Analysis of the factors which drive and underlie the globalization of markets (consumer, industrial and financial) and consideration of three major aspects of such standardization: 1) The pluralization of consumption; 2) the formation of economic superblocs; and 3) the globalization of the world's financial markets. 13 pages, 29 footnotes, 19 bibliographic sources.   $91
 
09489. Mci Mail's Fax Dispatch. This paper provides a marketing profile of MCI's computer fax new product. Assesses product features, distribution system, pricing and promotional strategies. 5 pages, 6 footnotes, 5 bibliographic sources.   $35
 
09469. Hypermarkets: Is America Ready for the One Stop Shopping Experience at Last? Details the hypermarket (220,00+ sq. ft. retail center with both grocery and general merchandise products) history and concept and considers obstacles and opportunities to their growth in the US by looking at the examples of Carrefour, Euromarche, Wal-Mart (Hypermart USA) and K-Mart (American Fare). 21 pages, 58 footnotes, 32 bibliographic sources.   $133
 
09458. "Iacocca": An Autobiography by Lee Iacocca. Review and analysis of Iacocca's autobiography, with a focus on his marketing concepts in the automotive industry. 10 pages, 13 footnotes, 1 bibliographic source.   $70
 
09404. The Perils of Over-Promotion. Critical analysis and review of a 1987 Harvard Business Review article which discusses the effects of excessive price promotion on a product's long-term sales and profit potential. 5 pages, 1 footnotes, 1 bibliographic source.   $35
 
09401. The Globalization of Markets. A discussion and analysis of factors underlying the globalization of markets as well as some of the political, economic and trade consequences of such globalization. 5 pages, 13 footnotes, 11 bibliographic sources.   $35
 
09281. Mood State Effects on Consumer Behavior. 10 pages, 19 footnotes, 15 bibliographic sources.   $42
 
09279. Thirty Seconds by Arlen. Review and analysis of Arlen's book which presents a close-up look at the creation of a television commercial for AT&T. 4 pages, 6 footnotes, 1 bibliographic source.   $28
 
09278. Marketing Weight Loss Programs. A comprehensive overview of the U.S. market for diet/weight loss programs. Presents an analysis of weight reduction methods, types of programs currently on the market, target group characteristics, and factors involved in the consumer decision process. Includes a 33-item survey and a comprehensive plan for marketing a new program, including advertising and promotional strategy. 23 pages, 58 footnotes, 45 bibliographic sources.   $133
 
09277. The Marketing Concept. Defines and discusses the marketing concept, comparing and contrasting marketing-orientation with production-orientation. Considers the major criticisms of the market concept and how those criticisms can be reconciled. 5 pages, 7 footnotes, 3 bibliographic sources.   $35
 
09276. Selling a Generic Brand 386 Microcomputer. A brief plan for marketing a 386 micro, covering the product, target market, presentation strategy, and selling points. 5 pages, 3 footnotes, 3 bibliographic sources.   $35
 
09275. Seagram's Vsop Cognac. Analysis of Seagram's strategy in marketing its VSOP cognac which is now aimed at a younger, more affluent target group than before. Covers product description, target market, pricing, promotion, and distribution. 6 pages, 6 footnotes, 6 bibliographic sources.   $42
 
09274. A Game Store Marketing Database. A proposal for a marketing and management information system for a retail game store. 5 pages, 3 footnotes, 3 bibliographic sources.   $35
 
09273. Marketing of a New Perfume: Cher's Uninhibited. Traces the marketing mix (product, price, promotion, distribution, competition) for Parfum Stern's new product backed by the Hollywood star. 6 pages, 18 footnotes, 10 bibliographic sources.   $42
 
09272. Cigarette Advertising and the Social Acceptability of Smoking: The Example of Philip Morris. An analysis of 20 Philip Morris (Marlboro, Benson & Hedges, Merit, Cambridge, Parliament) cigarette ads in light of regulatory and social movements against smoking. 18 pages + Appendix, 41 footnotes, 23 bibliographic sources.   $126
 
09271. Print Ads in the 1988 Presidential Election. A comparison of print ads of the two parties in 1988; declining media expenditures and more aggressive local mailings are noted. 7 pages, 13 footnotes, 7 bibliographic sources.   $49
 
09094. Marketing Challenges and Pr Problems: Pg&E. A profile of a public relations segment within PG&E's (the nation's largest investor-owned gas and electric utility) Golden Gate Region marketing division. Following an industry and market segment profile, considers the company's efforts (and challenges to those efforts) at corporate image-building. 15 pages, 21 footnotes, 24 bibliographic sources.   $105
 
09093. Importing Shoes From Korea: Rommich Ltd. Presents a marketing outline of an import company which imports brightly colored athletic footwear from Korea for distribution in the U.S. market. Product, pricing, promotion, distribution, import requirements, competition, and finances are discussed and analyzed. 10 pages, 12 footnotes, 12 bibliographic sources.   $70
 
09092. The Market Success of Reebok Shoes. Examines Reebok's marketing strategy for their aerobic shoe. Includes product description, pricing, promotion and distribution. 5 pages, 6 footnotes, 4 bibliographic sources.   $35
 
09091. Ibm's New Ps/2 Model 80 Computer. Covers IBM's marketing strategy for its new computer. Includes product description, target market, pricing, promotion, competition and distribution. 5 pages, 6 footnotes, 5 bibliographic sources.   $35
 
09090. Marketing Condoms to the People's Republic of China. Outlines a marketing strategy for exporting American condoms to the PRC. Market demand, potential consumer resistance, general economic structure, distribution system, and market profile of the PRC included. 12 pages, 24 footnotes, 18 bibliographic sources.   $84
 
09089. The Sharp Fo-210: Marketing Mix. Outlines the marketing strategy for Sharp's new compact facsimile machine. Includes product description, target market profile, pricing and promotion, competitive mix, and distribution system. 6 pages, 18 footnotes, 8 bibliographic sources.   $42
 
09088. Emotional Coercion in Advertising. An analysis of two perfume advertisements which depict nearly nude women in sexually suggestive contexts. Argues that the ads use a strong emotional hook which appeals to male gift buyers, modern women who identify with the models, and even traditional women who are offended by the models. 6 pages, 4 footnotes, 4 bibliographic sources.   $42
 
09087. Deceptive Advertising and Social Responsibility. Discusses external (legal-political) and internal (managerial) restraints on deceptive or misleading advertising. Concludes that a pragmatic, cost-based approach based on self-interest is the most effective restraint on such practices. 6 pages, 11 footnotes, 7 bibliographic sources.   $42
 
09086. Mcdonald's mcd.l.t. Marketing profile of the hamburger chain's recent efforts at promoting its new "hot and cold" container. The analysis includes product description, target market profile, and pricing, promotion and distribution analysis. 5 pages, 4 footnotes, 4 bibliographic sources.   $35
 
09085. Social Effects on Advertising. An investigation exploring the ways in which society restrains, expands, and shapes how businesses conduct their advertising campaigns. The essay takes the position that advertising reflects social values and that viewed historically it represents an accurate portrayal of American life. 22 pages, 50 footnotes, 39 bibliographic sources.   $133
 
09084. Direct Mail List Segmentation. Addresses the problem of how to determine who to mail material to in a direct mail solicitation campaign. Concludes that targeting a specific group is essential and discusses the use of psychographic systems (VALS) and geodemographic systems to determine appropriate lists. 7 pages, 5 footnotes, 5 bibliographic sources.   $49
 
09083. Marketing Plan: The Buick Reatta. An analysis of Buick's strategy to market its new luxury car. Includes product description, target market profile, and an outline of pricing, promotion, and distribution strategies. 6 pages, 8 footnotes, 4 bibliographic sources.   $42
 
09081. Marketing Plan: Lotus 1-2-3. An analysis of the marketing strategy behind the success of the nation's best-selling computer spreadsheet program. Includes a discussion of the target market and the marketing mix (price, promotion, competition, distribution). 6p 5f. 4b.   $42
 
09080. Marketing Plan: Overnight Letters. An analysis of Federal Express' marketing strategy for its overnight letter service. Includes an analysis of the target market and the marketing mix (price, promotion, distribution). 6p 4f. 5b.   $42
 
09079. Marketing Profile: Ibm/Microsoft's Os/2 Software. Analyzes the IBM-Microsoft alliance to promote its new OS/2 operating system. Target market, pricing, promotion, competition, and distribution are taken into account. 6 pages, 7 footnotes, 6 bibliographic sources.   $42
 
09078. Marketing Computers to Poland. Explores the problems and opportunities in exporting an American-made PC to Poland. The first section of the paper presents a general market profile of Poland from the perspective of an American exporter. Poland's economy, trade profile, political structure, and business climate are analyzed. The second section analyzes special problems and advantages in marketing a specific American-made PC in Poland. 17 pages, 35 footnotes, 12 bibliographic sources.   $119
 
09077. Marketing Profile: "Slice" Soft Drink. An outline of PepsiCo's strategy for marketing is Slice soda. Target market, pricing, promotion, competition, and distribution are discussed. 5 pages, 7 footnotes, 7 bibliographic sources.   $35
 
09075. Case Analysis: Cetus Corp's Fight in International Biotechnology. A thorough examination of the Emeryville, California firm's marketing strategy and the problems therein. Industry background, competition, legal issues, and finances are analyzed. Recommends expansion of Cetus' product line and expansion of its target market area to include Japan. 15 pages, 39 footnotes, 20 bibliographic sources.   $105
 
09053. "Advertising in Black and White" by Schlinger and Plummer. Review of this marketing article which addresses the image of Blacks in advertisements. 12 pages, 5 footnotes (in text), 1 bibliographic source.   $84
 
09028. Marketing a Resort Hotel to the Visually Iparied. Discusses the hotel industry, demographics and political and legal environment of the visually impaired, application of segmentation strategy to this market, and modifications of hotel facilities to accommodate the target group. 16 pages, 26 footnotes, 19 bibliographic sources.   $112
 
09027. Mounting a Campaign for Handgun Control. The organization and research tactics involved in mounting a political campaign for handgun control are outlined in this study. 9 pages, 10 footnotes, 5 bibliographic sources.   $63
 
08881. Marketing in the Home Health Care Industry. A thorough review of marketing obstacles and opportunities in the growing home health care field. Includes an overview of the market in general, typical product mixes, competitive forces, and strategies for implementation. Breakeven costs are also discussed. 15 pages, 29 footnotes, 25 bibliographic sources.   $105
 
08880. David Ogilvy's Confessions of an Advertising Man. Brief review of Ogilvy's informative autobiographical book, with a focus on the sections "How to Manage an Advertising Agency" and "Creating the Ad Campaign." 3 pages, 4 footnotes, 1 bibliographic source.   $21
 
08879. The Art and Science of Selecting Advertising Preferences. Reviews main points and theories form two advertising journal articles. The three hit theory and the advertising law of diminishing returns are discussed in particular detail. 7 pages, 2 footnotes, 2 bibliographic sources.   $49
 
08878. Marketing the Sony Watchman and Sony Walkman. Discusses market segments, target markets, and consumer attitudes toward these two products. Six different segments for the Walkman and two different segments for the Watchman are described. 4 pages, 0 footnotes, 0 bibliographic sources.   $28
 
08877. Marketing at Colgate-Palmolive's Household and Personal Care Division. An indepth profile of Colgate's personal care division. The investigation covers history and scope of operations, financial information, and specific marketing approaches used by the division. 7 pages, 13 footnotes, 14 bibliographic sources.   $49
 
08876. American Express's New Optima Card: Will It Survive the New Economic and Regulatory Environment? The investigation considers whether or not the release of the company's Optima credit card is a good decision for American Express, particularly with respect to the current economic and regulatory environment. Concludes that Amex is in a good position to expand into revolving charge cards now. 14 pages, 26 footnotes, 21 bibliographic sources.   $98
 
08875. American Express: Cautious Downscale Marketing From an Upscale Marketer. Takes a case study analysis and investigation approach to AmEx's introduction of its revolving charge card, Optima. Economic environment, competitive conditions and market considerations taken into account. 14p 26f. 17b.   $98
 
08874. Smoky Cigarette Company Case. A hypothetical case study of the president of a cigarette manufacturing company who is asked by a delegation of community leaders to cease all advertising for his company's product. Point-by-point analysis of the company's social responsibilities. 6 pages, 5 footnotes, 3 bibliographic sources.   $42
 
08873. Market Profile of Zeltzer Seltzer. Profiles Anheuser-Busch's new entry into the soda market in terms of target market, pricing, distribution, promotion, and competition. Takes a market segmentation approach. TAGS: new product market entry, segmentation, soft drink industry. 6 pages, 12 footnotes, 8 bibliographic sources. 1,539 words.   $42
 
08872. The Hyundai Excel. Market profile of the Hyundai car. Discusses product features, target market, pricing, promotion, and distribution. 5 pages, 9 footnotes, 6 bibliographic sources.   $35
 
08871. Campbell's Fresh Mushrooms. Product investigation and market profile of Campbell Soup Company's fresh mushrooms. Includes a discussion of product features, target market, pricing, and promotion. 6 pages, 9 footnotes, 9 bibliographic sources.   $42
 
08870. The Compaq 386 Deskpro. Market profile of Compaq's new entry into the computer market. Includes a discussion of product features, target market, pricing, and promotional strategies. 5 pages, 5 footnotes, 6 bibliographic sources.   $35
 
08869. Promotional Decision Making in Spain. Examines promotional decision making from the perspective of the Spanish market. Consumer profile, marketing structure, and advertising and promotional structure are all considered. 5 pages, 13 footnotes, 7 bibliographic sources.   $35
 
08868. Marketing Segmentation in the Computer Industry. Presents a segmentation analysis of marketing in the computer industry, taking a few select segments of the market through each stage of the decision process model, comparing and contrasting the activity of the various market segments at each stage. 15 pages, 23 footnotes, 23 bibliographic sources.   $105
 
08862. Corporate Identity and Image-Building Among Public Utilities. The investigation addresses problems of corporate identity and corporate image among two major public utility companies Pacific Gas & Electric Company, the nation's largest investor-owned public utility, and Pacific Telesis, parent company of Pacific Bell and former subsidiary of AT&T. 10 pages, 13 footnotes, 10 bibliographic sources.   $70
 
08722. Home Shopping and the Push Towards Interactive Marketing. Gives an overview of the television home shopping industry, with a concentration of information on the Home Shopping Network (HSN). Includes a situation and marketing analysis. Focuses on the potential of the interactive mode of telecommunications being pursued in the home shopping industry. 12 pages, 26 footnotes, 19 bibliographic sources.   $84
 
08717. Marketing Innovations. An analysis of Ketteringham's and Nayak's book, Breakthroughs, which focuses on the factors which appear to be of the greatest importance in bringing a major innovation to the market. 6 pages, 1 footnote, 1 bibliographic source.   $42
 
08671. Telemarketing. An overview of this growing direct sales industry. Reviews applications, operations, components for success and potential barriers to future development. 9 pages, 18 footnotes, 15 bibliographic sources.   $63
 
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